During his first marriage Beaulieu had a daughter by his mistress and secretary Eleanor Thornton.
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On 30 December 1915, with his mistress Eleanor Thornton, Montagu was on board the SS Persia sailing through the Mediterranean on the way to India when the ship was torpedoed without warning by the German U-boat U-38 commanded by Max Valentiner.
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The Spirit of Ecstasy, also called "Emily", "Silver Lady" or "Flying Lady", carries with it a story about a secret passion between John Walter Edward Douglas-Scott-Montagu, (second Lord Montagu of Beaulieu after 1905, a pioneer of the automobile movement, and editor of The Car magazine from 1902) and his secret love and the model for the emblem, Eleanor Velasco Thornton.